Keterlibatan Pelanggan dan Antesedennya pada Transaksi E-Commerce pada Generasi Z

ABSTRACT The purpose of this study was to determine the effect of Customer Involvement on Customer Participation in e-commerce transactions in Generation Z; to determine the effect of Customer Involvement on Customer Experience in e-commerce transactions in Generation Z; to determine the effect of Customer Participation on Customer Engagement in e-commerce transactions in Generation Z; to determine the effect of Customer Experience on Customer Engagement on e-commerce transactions in generation Z and to determine the effect of Customer Involvement on Customer Engagement on e-commerce transactions in generation Z. This study uses a sample of people who have made purchases at e-commerce in Tokopedia/Shopee with a sampling technique in the form of non-probability sampling and obtained a sample of 213 respondents. While the data analysis technique used SEM AMOS. The results of the analysis and discussion can be concluded that Customer Involvement has a positive effect on Customer Engagement, Customer Involvement has a positive effect on Customer Experience, Customer Participation has no positive effect on Customer Engagement, Customer Experience has a positive effect on Customer Engagement and Customer Involvement has a positive effect on Customer Engagement   Keywords: Customer Involvement, Customer Participation, Customer Engagement and Customer ExperienceABSTRAK Tujuan penelitian ini adalah untuk mengetahui pengaruh antara Customer Involvement terhadap Customer Participation pada transasksi e-commerce pada generasi Z; untuk mengetahui pengaruh antara Customer Involvement terhadap Customer Experience pada transasksi e-commerce pada generasi Z; untuk mengetahui pengaruh antara Customer Participation terhadap Customer Engagement pada transasksi e-commerce pada generasi Z; untuk mengetahui pengaruh antara Customer Experience terhadap Customer Engagement pada transasksi e-commerce pada generasi Z serta untuk mengetahui pengaruh antara Customer Involvement terhadap Customer Engagement pada transasksi e-commerce pada generasi Z.  Penelitian inimenggunakan sampel orang yang pernah melakukan pembelian di e-commerce di Tokopedia/ Shopee dengan teknik pengambilan sampel berupa nonprobability sampling dan diperoleh sampel sebanyak 213 responden. Sedangkan teknik analisis data menggunakan SEM AMOS. Berdasarkan hasil analisis dan pembahasan dapat ditarik kesimpulan bahwa Customer Involvement berpengaruh positif terhadap Customer Participation, Customer Involvement berpengaruh positif terhadap Customer Experience, Customer Participation tidak berpengaruh terhadap Customer Engagement, Customer Experience berpengaruh positif terhadap Customer Engagement dan Customer Involvement berpengaruh positif terhadap Customer Engagement   Kata Kunci: Customer Involvement, Customer Participation, Customer Engagement dan Customer Experienc

PERAN MEDIASI CUSTOMER ENGAGEMENT DALAM CUSTOMER EXPERIENCE DAN CUSTOMER LOYALTY (Studi Empiris pada Pelanggan 3 Coffee Madiun)

Tujuan penelitian adalah menganalisis pengaruh antara customer experience dan customer engagement terhadap customer loyalty serta pengaruh customer engagement sebagai variable mediasi. Obyek penelitian adalah pelanggan 3 coffee Madiun dengan jumlah sampel 96 responden. Hasil penelitian menggunakan analisis jalur ditemukan bahwa customer experience memiliki pengaruh terhadap customer engagement serta memiliki pengaruh juga terhadap customer loyalty. Demikian juga customer engagement berpengaruh terhadap customer loyalty. Customer engagement terbukti memiliki peran sebagai mediasi antara customer experience dan customer loyalty dengan peran sebagai mediasi parsial

Exploring customer engagement marketing (CEM) and its impact on customer engagement behaviour (CEB) stimulation

This work-in-progress paper aims at studying an emerging topic in the customer engagement literature called ‘Customer Engagement Marketing’ (CEM). Customer Engagement Marketing (CEM) is viewed as a foundational tool and a technique for organizations to capitalize on customer engagement to achieve their objective

HUBUNGAN ANTARA BRAND TRUST DENGAN CUSTOMER ENGAGEMENT PADA MAHASISWI PENGGUNA WARDAH KOSMETIK

Semakin tingginya persaingan dalam industri kosmetik membuat perusahaan harus dapat meningkatkan customer engagement pada produk yang dibuat. Customer engagement adalah sebuah proses yang melibatkan kehadiran fisik, kognitif dan emosional customer yang muncul karena adanya hubungan pada merek serta pelayanan merek tertentu. Customer yang memiliki brand trust maka akan terpenuhi rasa percaya dan aman pada merek tersebut. Penelitian ini bertujuan untuk mengetahui hubungan antara brand trust dengan customer engagement. Populasi penelitian ini adalah mahasiswi Psikologi UNDIP dengan sampel penelitian sebanyak 70 orang dengan karakteristik mahasiswi yang menggunakan produk Wardah kosmetik. Teknik sampling yang digunakan yaitu sampling purposive. Pengumpulan data menggunakan Skala Brand Trust (27 aitem, α = .91) dan Skala Customer Engagement (24 aitem, α = .92). Hasil penelitian menunjukkan koefisien korelasi (rxy) =.73 dengan nilai p<.01. Hasil tersebut menunjukkan bahwa hipotesis yang diajukan peneliti terbukti, yaitu terdapat hubungan positif yang signifikan antara brand trust dengan customer engagement. Semakin tinggi brand trust maka semakin tinggi customer engagement. Brand trust memberikan sumbangan efektif sebesar 53% terhadap customer engagement. Kata Kunci: brand trust, customer engagement, mahasiswi, Wardah kosmeti

Essays on Customer Engagement Strategies and Tactics in Business and Consumer Markets

In the last decade, customer engagement has become a key topic for both practitioners and researchers. Classically, customer engagement deals with customer behavior beyond purchase and thus non-monetary contributions by the customer, such as Word-of-Mouth (WOM), feedback and online reviews, or participation in the innovation process. While previous literature largely focused on the conceptualization of customer engagement itself, only a few studies have investigated how managers can actually stimulate and/or facilitate customer engagement. However, the latter is of high importance since only a few customers are truly engaged and it is often left to the firm to take the initiative to engage the customer. Thus, marketers need to understand how to design and successfully implement customer engagement initiatives. Accordingly, this dissertation investigates customer engagement strategies and tactics. While customer engagement strategy pertains to the overarching plan to leverage customer engagement to achieve the firm’s goals, customer engagement tactics deal with single actions taken by the firm to facilitate customer engagement across the various touchpoints in the customer journey. Specifically, this dissertation includes three essays, each addressing distinct questions with respect to customer engagement over the customer journey. Specifically, the first essay is conceptual in nature and provides an analysis of the strategic relevance of customer engagement in business-to-business (B2B) markets. The second essay explores how industrial firms can leverage service touchpoints as opportunities to engage their B2B customers in the post-purchase phase by employing the field service force for cross- and up-selling. Finally, the third essay investigates how marketers can use executional content cues in their TV advertisings (e.g., informativeness, creativity, or branding) to engage consumers and mitigate zapping behavior. Both empirical studies are based on unique datasets of real-world engagement tactics and related customer behavior obtained from co-operating companies

The Impact of Customer Experience in Online Brand Communities on Customer Engagement and Purchase Intentions Among Arab Internet Users: Theoretical Analysis, Conceptual Framework and Research Agenda

Drawing on the service ecosystem theory and customer experience and engagement theory, this study examines the relationship between customer experience, customer engagement, and purchase intentions in online settings. Customer experience is operationalized into pragmatic, hedonic, sociability, and usability, whereas customer engagement is operationalized into the attitudinal and behavioral engagement. This study was undertaken among members of online communities from The Arab Administrative Development Organization (ARADO); a specialized organization affiliated with the League of Arab States. The study delves identifying into which customer experience may elevate customer engagement, how the specific customer experience elevates customer engagement to potentially lead to a purchasing intention in online brand communities

HUBUNGAN ANTARA BRAND TRUST DENGAN CUSTOMER ENGAGEMENT PADA MAHASISWI PENGGUNA WARDAH KOSMETIK

ABSTRAK Semakin tingginya persaingan dalam industri kosmetik membuat perusahaan harus dapat meningkatkan customer engagement pada produk yang dibuat. Customer engagement adalah sebuah proses yang melibatkan kehadiran fisik, kognitif dan emosional customer yang muncul karena adanya hubungan pada merek serta pelayanan merek tertentu. Customer yang memiliki brand trust maka akan terpenuhi rasa percaya dan aman pada merek tersebut. Penelitian ini bertujuan untuk mengetahui hubungan antara brand trust dengan customer engagement. Populasi penelitian ini adalah mahasiswi Psikologi UNDIP dengan sampel penelitian sebanyak 70 orang dengan karakteristik mahasiswi yang menggunakan produk Wardah kosmetik. Teknik sampling yang digunakan yaitu sampling purposive. Pengumpulan data menggunakan Skala Brand Trust (27 aitem, α = .91) dan Skala Customer Engagement (24 aitem, α = .92). Hasil penelitian menunjukkan koefisien korelasi (rxy) =.73 dengan nilai p<.01. Hasil tersebut menunjukkan bahwa hipotesis yang diajukan peneliti terbukti, yaitu terdapat hubungan positif yang signifikan antara brand trust dengan customer engagement. Semakin tinggi brand trust maka semakin tinggi customer engagement. Brand trust memberikan sumbangan efektif sebesar 53% terhadap customer engagement

Good, better, engaged? The effect of company-initiated customer engagement behavior on shareholder value

In today’s connected world, customer engagement behaviors are very important. Many companies launch initiatives to stimulate customer engagement. However, despite evidence that customer engagement behavior also matters to share-holders, academic research on the firm value consequences of customer engagement campaigns is limited. This study is the first to investigate the value-related consequences of firm-initiated customer engagement behaviors, using shareholder evaluations of the public announcements of such initiatives. We find that companies’ customer engagement initiatives, on average, decrease market value, which is likely because the shareholders are sensitive to the risk of these initiatives backfiring.Nevertheless, initiatives that stimulate word-of-mouth are viewed less negatively than initiatives that solicit customer feedback, as are initiatives that are supported by social media. Companies that operate in a competitive environment or do not advertise much can create value by stimulating customer engagement, while companies with a strong corporate reputation are likely to not benefit from it

Determine the Role of Customer Engagement on Relationship Quality and Relationship Performance

This conceptual paper aims to investigating the potential effect of relationship market orientation upon buyer-seller relationship with particular emphases on customer engagement, relationship quality, and relationship performance. Engagement is a central concept in the social psychology/exchange literature. Customer engagement explains how social relationships initiate, endure and develop. The literature on buyer-seller relationships has been inspired by social psychology/exchange, adopting concepts such as trust and commitment, but overlooking the concept of customer engagement. In this study we propose a conceptual perspective on customer engagement that is based on the principle of social exchange. We demonstrate the relevance of customer engagement by linking it to relationship quality and relationship performance. More specifically, it is argued that the outcome of relationship quality from a lack of customer engagement by moderating effects of relationship involvement. Purpose of study to provide insight into customer engagement when viewed through perspective of social exchange lens. Objective of study to determine the major customer engagement is really matter in relationship quality and relationship performance. To determine the relationship involvement moderate between customer engagement and relationship quality Key words: Engagement, Relationship Quality, Relationship Involvement, Relationship Performance